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Introduction to Advertising IPU BJMC notes and paper free download - Dipesh S - 04-09-2017
QUESTION PAPERS:-
SYLLABUS:-
Unit I [Introduction]
1. Definition & Meaning of Advertising
2. Role and functions of Advertising
3. Nature & Scope of Advertising
4. Growth & Development of Advertising in India & World
5. Global Scenario of Advertising
6. Ethical & Regulatory Aspects of Advertising
Unit II [Advertising as a tool & process]
1. Advertising as communication tool, communication process & advertising
2. Models of Advertising Communication
i AIDA model
ii DAGMAR model
iii Maslow’s Hierarchy Model
3. Advertising as a social process- consumer welfare, standard of living and cultural values
Unit III [Classification & Aspects]
1. Classification of Advertising on the basis of
i. Target Audience
ii. Geographical Area
iii. Medium
iv. Purpose
2. Advertising Creativity- Definition & importance.
3. Elements of Print advertising - Copy, slogan, identification mark, clashing illustrations.
4. Characteristics, Advantages & Disadvantages of
i. Broadcast media – Television, Radio, Audio-Video Cassettes & CD’s, Cybermedia
ii. Print Media – Newspaper, Magazines
iii. Support Media – Out-of–home, in-store, transit, yellow pages, Movie theatre, inflight
iv. Direct marketing
Unit IV [Ad Agency Structure & Functions]
1. Concept of advertising agencies
2. Ad agency-Role, Types, Structure & functions
3. The advertisers; client –agency relationship
4. Criteria to select an ad agency